Bayliner Element

Dec 1, 2012 - Water sports. Lounging/picnicking/ ... Ability to go in shallow water. Has a swim .... Self guiding trailer makes retrieving the Element a breeze.
2MB Sizes 23 Downloads 305 Views
Bayliner Element

December 2012 1

Consumer Research – How People Use Their Boats Percent of Time Use Boat for Activity Pleasure cruising

34%

Lounging/picnicking/ swimming

31%

Water sports

22%

Fishing

11%

Other

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Cruising and lounging (aka “coving”) as primary way people use their boat

Boat Group

2

Consumer Research – Importance to Buy Decision Importance of Item in Boat Type Purchase Decision 4.3

Seating layout/configuration

4.2

Passenger capacity

4.2

Boat stability/ride smoothness

4.1

Safety

4.1

Versatility (can perform multiple activities)

4.0

Appearance

4.0

Affordability

3.9

Ease of getting on/off of boat

3.8

Ease of maintenance

3.7

Ability to pull skiers/wakeboarders, tubers, etc.

3.5

Has a specific type of propulsion

3.4

Has a swim platform

3.4

Ability to go in shallow water

3.1

Ability to tow boat with vehicle (weight/size)

3.0

Compactness (ability to store boat at home or in slip)

2.4

Fishing capability 1

2

Not At All Important

2

3

3

4

4

5

5

Extremely Important

High importance is placed on “Stability” and “Safety”

Boat Group

3

Consumer Research – The Definition of Safety • Bayliner thought “safety” meant: ‒ ‒ ‒ ‒ ‒

High gunnels Deep seats Strategically placed grab-handles Engine kill switch Fire suppression systems

-- Which are all product attributes • Consumers told Bayliner that “safety” is: ‒ ‒ ‒ ‒

The boat is stabile when stepped on from the dock The bow of the boat does not tip back too high on takeoff – low bow rise The boat does not yaw or “tip over” in the turns – turns flat At rest the boat does not rock and jostle around but rather bobs on the water

-- Which are all feelings/sensations that many first time boaters expect

4

“Affordable Boating”

Affordable boating today carries a $20,000+ price tag

5

Putting It All Together • There is a tremendous opportunity to create an intuitive product, with an appealing design, that will make the boating experience widely accessible by: ‒ ‒ ‒ ‒ ‒

Taking into account the “coving” trends (31% of time boat is used at rest for swimming, lounging, picknicking) Concentrating around the new definition of safety Making the craft versatile and customizable (watersports, cruising, entertaining, etc) that is easy to operate even for the novice boater Creating a product that is perceived as a boat and not a toy and be a lightweight package towable by a broad range of vehicles Only including features that are needed and none that are not

• All with a nationally advertised retail price below $13,999

6

The Design Brief  Fiberglass construction

 Provision for radio w/ MP3/iPod input

 Bowrider – maximize beam forward

 Simple speedo and hour meter, easy to read gauges

 Seating for up to 6  2500 LBS max towing weight, targeting smaller vehicles (CRV, RAV4, Escape)  Cruises at ~18 MPH, maximum speed of ~30 MPH  Used for a maximum of 5 hours (daytime)  Can pull tubers and casual wakeboarders  Maximize lateral stability at rest; minimize yaw in turns